Upload
katherine143
View
3.561
Download
4
Embed Size (px)
DESCRIPTION
Steps of Marketing plan
Citation preview
10 STEP Marketing Planfor Rexona
Submitted by: Katherine Aiche May 2012
It Won’t Let You Down.
04/09/2023 2
Product Ranges
Rexona Crystal
Rexona Clinical Protection
Rexona Active ShowerAntiperspirant
04/09/2023 3
Rexona’s PTM are the outgoing/sportive Individuals who want their underarm area to persist dry and odorless.
Will not trigger darkening of armpits, high demand for a brand suitable both for men/women
Has a proprietary body-responsive technology/its inherent components which do not result in white marks penetrate onto a bright material clothing.
Its unique active ingredients provides 24h protection against body odor & oxter wetness to help keep one physically fresh and mentally confident, even in the toughest moments.
Brand Positioning
04/09/2023 4
Demographics (aged 16-40, male/female, single or married & those with low-income markets such as Asia
Psychographics (Vain, Athletic, Fashionable/Trendy, Always on the go
Behavioral habits (Will to stay rejuvenated/odorless, enhance a skin condition with no side effects
Primary Target Market
04/09/2023 5
Deodorant/Antiperspirant Price is equivalent to those of competitors, but
Rexona offers lower priced variants Advertisements: TV Commercial, Print Ads, Radio,
Billboards, Capitalize on hiring celebrities to endorse their product to young community
Distributed Nationwide and other regions of the world The Number One Deodorant in Philippines/29 states
Marketing Strategy
04/09/2023 6
Direct Competitor: Splash Skin White/Nivea Deodorant, Lux, Block & White Deodorant
Indirect Competitor: Soaps including Safeguard, Palmolive, Tawas, Milcu underarm & Foot powder deodorant
Variables: Expenditure, Age, Lifestyle
Direct/Indirect Products that address my PTM’s NWD
04/09/2023 7
Rexona SWOT Analysis
Strengths
An integral part of the
Indian Market, A lingering aromatic
fragrance, Excellent Branding
and Advertising
WeaknessesLimited share in the competitive
soap Industry, Was merged with Lux earlier which proved unsuccessful and the brand was separated again.
OpportunitiesBetter packaging and International distribution, Leveraging on use of
natural ingredients to tap into semi-urban/rural markets
ThreatsCompetition from soap brand such as Nivea and Lux, Plenty of
cheaper and other
alternatives availableSWOT Analysis
04/09/2023 8
Provide high quality products at reasonable prices Expand market share through distinctive flavors and
packaging Promote the brand with latest advertising by using
renowned, sufficiently high budget celebrity endorsement
To conquer the competition by advancing further categories of the brand
Brand Strategy
04/09/2023 9
Rexona suits your budget and delivers immediate results
Convenient to use to both men/women, not all deodorant has this variant
Rexona engage in events such as ‘’Rexona Run 2012,’’which competitors do not
Word’s largest deodorant in sales and market shares
Rexona's Reliability in the Product line
04/09/2023 10
Unilever’s Rexona net Profit has acquired $6.3 billion of funding by 2010
Rexona currently holds 44% of its share, and is the market leader
The maximum projected market is at $12.6 billion
Shares in the Total Market
04/09/2023 11
Preserved use won’t trigger underarm darkening The first company to introduce Rexona Crystal, the
product that eliminates the unsightly white deposits on dark garments commonly associated with aerosols and sticks
Actual Product: flavor (ice cool, active reserve, mini free spirit), brand name (Rexona), styles (body spray, alcohol based germ fighters & roll on)
Core benefit: dispenses a good body odor
Product Description
04/09/2023 12
The Marketing Mix for Rexona Product - Rexona falls under the category of product as
a deodorant. Maintains high standards of hygiene Price - affordable and convenient, regardless of any
level of your income. Place - outsourced from various third-party distributors
to a major number of retails, donated all over the states of Asia, e.g. Bangladesh
Promotion - published through magazines/leaflets, use TV as the media of advertising as the incentive to attract more consumers, introduce the target audience to the availability & other improved versions of the product.
04/09/2023 13
Brand Mantra’s of Rexona
Resonance Judgments Feelings Imagery SalienceCustomer feels proud by using Rexona, & purchase the brand at the occasions when attending the store, Can be an indispensible product for the young community
Quality is good
Packaging is attractive
Features are outstanding
Reliable and affordable
The public believes that regardless of the circumstances it helps them to feel more convinced & rejuvenated throughout the day
An experience of the customer with Rexona is positive, Majority of the citizens have benefited from a regular utility of the product
It satisfies all the primary needs & wants of men as equivalent to women
04/09/2023 14
Rexona was originally manufactured in Australia in 1900, has launched its product to India by 1947 where market became virtually existent in 1995.
World’s largest deodorant in sales and market shares, is available in 90 countries.
Augmented product offering the rational benefit of 24h Protection guarantee.
The only brand tailored to the individual needs of men & women.
Summary
04/09/2023 15
Thank you.Any Questions?
Conclusion